I think the distinction isn't making money as that's necessary to keep the doors open, it's more about corporate motivations. Some firms want to be a unicorn and some like where I work are more focused on building a business we all want to work at. While both are motivated, there are different buy in strategies with the employees. We have great growth, but we regularly turn down clients because they're not a fit for our team. I realize this isn't as feasible in all areas of expertise.

There definitely is a bit of marketing though and too much talk of culture is usually a good red flag.